FAO Schwarz to Test New Markets with Holiday Pop-Ups

Toy retailer FAO Schwarz has announced plans to open 10 pop-up shops across the country this holiday season, with an eye to expanding beyond its sole New York flagship. The company, which was acquired by Toys ‘R’ Us last year, will host the temporary boutiques through mid-January, offering shoppers a bevy of high-quality heirloom toys.

“We know that FAO Schwarz is one of the most well-known names in retail—not just in toy retail—so we believe there is an audience outside of Manhattan,” Toys ‘R’ Us CEO Jerry Storch said in an interview with the Los Angeles Times. He hinted that depending on performance and site availability, some of the 2,500-square-foot pop-ups might find permanent footing, while more FAO Schwarz stores may be added in the near future.

Toys ‘R’ Us also plans to create 600 Toys ‘R’ Us pop-ups nationwide, growing the temporary-store initiative it launched during last year’s holiday season. Visit www.toysrus.com.